Michael Jordan is synonymous with excellence, and nearly two decades after his career on the basketball court ended, his namesake Nike-backed label continues to thrive. However, the look and feel of Jordan Brand — built off basketball and its highly influential culture — has evolved into an acute focus on the celebration of Black culture and improving conditions for the Black community.
It is pursuing this mission under the leadership of Craig Williams, who assumed the president role in January 2019 as industry legend Larry Miller transitioned to chairman.
Backed by a leadership team of 22 that is 74% persons of color, Williams oversaw the biggest year in Jordan Brand’s history in fiscal 2021, with revenues of $4.7 billion (a 31% increase year-over-year). These gains took place as the company’s investments in the Black community ramped up more than ever.
A key contributor to its success is an ecosystem of collaborators and ambassadors, who are more akin to family than partners and who are shaping the brand’s future.
In an FN exclusive, Williams joined retail mogul James Whitner, design phenom Aleali May and WNBA champion Aerial Powers for a cover shoot and interviews, to discuss the purpose-driven principles behind the influential Jordan Brand.
Photographed by Scrill Davis on Jan. 21 at Cam Kirk Studios in Atlanta. Hair by Shaquan (Shay) Smith. Makeup by Rumana Dashti. Grooming by Anthony Banks.
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Jordan Brand: The FN Cover Shoot
Image Credit: Scrill Davis Clockwise from left: Aleali May, James Whitner, Craig Williams and Aerial Powers pose for the February cover of FN.
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Jordan Brand: The FN Cover Shoot
Image Credit: Scrill Davis From top: Aerial Powers, James Whitner, Craig Williams and Aleali May pose for the February cover of FN.
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Jordan Brand: The FN Cover Shoot
Image Credit: Scrill Davis Jordan Brand president Craig Williams wears the Travis Scott x Fragment Air Jordan 1 Low.
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Jordan Brand: The FN Cover Shoot
Image Credit: Scrill Davis Jordan Brand president Craig Williams joined the company in January 2019, after nearly 14 years as a top exec at The Coca-Cola Company.
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Jordan Brand: The FN Cover Shoot
Image Credit: Scrill Davis Of leading Jordan Brand, Williams said, “I don’t feel pressure. It’s excitement. I feel a great sense of responsibility. When I eventually pass the company off, I want it to be healthy and vibrant and have so much runway in the future.”
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Jordan Brand: The FN Cover Shoot
Image Credit: Scrill Davis Jordan Brand collaborator Aleali May poses with six of her highly coveted designs: (from left) Air Jordan 1 Retro High “Shadow,” Air Jordan 1 Retro High “Court Luxe,” Air Jordan 6 “Millennial Pink,” Air Jordan 1 Zoom Comfort “Califia,” Air Jordan 14 Low “Fortune,” Air Jordan 4 “Camo”.
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Jordan Brand: The FN Cover Shoot
Image Credit: Scrill Davis In 2017, Aleali May became the first woman in Jordan Brand’s history to design a unisex sneaker with her Los Angeles-inspired Air Jordan 1.
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Jordan Brand: The FN Cover Shoot
Image Credit: Scrill Davis Aleali May told FN, “I met MJ after the 6s. He was like, ‘I love everything you’re doing for the brand.’ That didn’t feel like my boss. That felt like the OG saying, ‘You are doing good, keep going.'”
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Jordan Brand: The FN Cover Shoot
Image Credit: Scrill Davis Multihyphenate stars: stylist, designer and model Aleali May (at left) and WNBA champion and pro gamer Aerial Powers.
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Jordan Brand: The FN Cover Shoot
Image Credit: Scrill Davis Aerial Powers joined the Minnesota Lynx in 2021 after winning a WNBA title with Washington. Jordan Brand signed her as an ambassador in June 2021.
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Jordan Brand: The FN Cover Shoot
Image Credit: Scrill Davis Aerial Powers also competes in the gaming world and launched her own all-women’s esports event in 2020 called Powerz Up NBA 2K20 Tournament, to provide a safe space for women to play.
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Jordan Brand: The FN Cover Shoot
Image Credit: Scrill Davis WNBA star Aerial Powers (at left) was recruited to the Jordan Brand roster by Jasmine Jordan, daughter of MJ and a field rep for women’s sports marketing.
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Jordan Brand: The FN Cover Shoot
Image Credit: Scrill Davis James Whitner poses with his A Ma Maniére x Air Jordan 3 “Raised by Women” sneaker, released in April 2021.
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Jordan Brand: The FN Cover Shoot
Image Credit: Scrill Davis James Whitner told FN, “Black History Month, it should be a celebratory month, but it shouldn’t be the only month we talk about the issues that Black folks face. Jordan Brand makes it about us every day.”
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Jordan Brand: The FN Cover Shoot
Image Credit: Scrill Davis Power Players: Jordan Brand president Craig Williams (at left) with James Whitner, founder of The Whitaker Group
